David Kelly is amazing, so many companies could learn from his approach to problem solving. To many companies want to talk to people and not observe people. It is great how he says they have empathy for people/end users.

I agree...not that talking to customers is necessarily bad, but it's less likely that you can really figure out what people need (also possible they won't tell the truth or be completely accurate: for example, the difference between the percentage of people who say they buy green products, and those who actually do, is pretty huge). Observation is a much stronger tool.